IT’S RED, IT’S VELVETY, IT’S ICE CREAM
It is one of the most globally searched premium desserts.
“The Red Velvet cake used to be something very special. It’s uncommon. It’s a red cake,” says marketing director of Selecta RFM, Bindoy Baltazar. “But now it’s everywhere. You go to Japan, New York, Korea, and you see people would have Red Velvet cakes or cupcakes. It’s now part of the mainstream.”
The phenomenal popularity of the Red Velvet cake inspired the creation of the new Magnum Red Velvet ice cream.
“We took the taste of the red velvet cake recipe as our base. We have the rich creamcheese swirl, which represents the cake’s cream-cheese frosting,” Baltazar explains. “But what makes our ice cream bar extraspecial is Magnum’s signature coat of pure Belgian white chocolate, which has a hint of cream cheese as well.”
With the new Red Velvet ice cream bar, Magnum now has a total of six flavors,
which include the limited-edition, caramel-flavored Magnum Gold and Magnum Infinity dark chocolate ice cream bar, as well as its core flavors: Magnum Classic, Magnum Almond, and Magnum White Almond.
“The Magnum White Almond has been selling so well since it was launched two years ago, it’s now part of our permanent lineup,” says Magnum senior brand manager Diane Tan. Like the Red Velvet, it now comes with fresh new packaging. The constant in all the flavors is the rich Belgian chocolate that is a key ingredient in every bar.
“Magnum is one of our biggest and most expensive global ice cream brands,” notes Baltazar. “It’s a very well-known brand in Europe where it originated. In 2012, we decided to bring it to Asia, and one of the countries that first launched it was the Philippines. We saw that it was the right time. The market was ready for an excellent-quality Belgian chocolate ice cream.”
They saw a growing trend. “Even back in 2012, we already saw many dessert shops opening,” Baltazar remarks. “Many Filipinos now, especially the Millennials, love to travel since it has become more affordable, and they’d see new things abroad, which they’d like to bring back home.”
Baltazar shares his own personal experience. He recalls how every time he’d go to the regional office in Singapore, he would always look for a Magnum at a 7-Eleven store. “It was the most amazing ice cream I ever had,” he enthuses. “It was not yet available in the Philippines and I wanted to bring it here because we deserve it.”
It is this sense of going for the good things one deserves that apparently inspired Magnum’s #NeverStopPlaying campaign, which was launched recently at Manila House, the new exclusive private club at BGC.
It’s a certain outlook on life. “#NeverStopPlaying is just another way of saying you work hard and you play hard,” Baltazar says. “You balance it. It’s okay to be passionate about your work, but don’t forget to have a playful side as well. You say at some point, I deserve to enjoy.”
Magnum chose to collaborate with three celebrated fashion designers — renowned bag maker Amina Aranaz, Martine Cajucom of Sunnies Studios eyewear, and clothing designer Boom Sason — for a bespoke fashion presentation showcasing the playful side of their exclusive collections.
“They personify the brand, the lifestyle that we represent, and the people that we want to talk to,” says Baltazar.
Starting April 14, pleasure seekers, as Magnum lovers are called, get a chance to win exclusive pieces from the #NeverStopPlaying fashion collection when they flip to play on www.magnumfliptoplay.com. Six one-of-a-kind Aranaz pieces, six custom-fit Boom Sason designer pieces from the Magnum collection, and 25 Sunnies his-and-hers #NeverStopPlaying kits will be given away.
“There is medical evidence that says, when you eat ice cream, it stimulates a part of the brain that makes you happy. I’ve never seen anyone who ate ice cream and did not smile,” Baltazar says. “What is good about the Magnum ice cream bar with authentic Belgian chocolate is it’s the best quality you can get your hands on. It’s a very personal experience. You can have your own bar and you can lose yourself in the moment and just enjoy it.”
Log on to www.magnumfliptoplay.com to unlock eight locations within Metro Manila, and share the Magnum Flip to Play post on your Facebook page. On April 2, be one of the first 200 pleasure seekers in each location to show the shared post, and indulge in the newest Magnum Red Velvet ice cream bar.
Visit www.magnumicecream.com and follow Magnum PH on Facebook.